Good Morning Britain has cheekily provoked BBC Breakfast by putting up a large advertising billboard right outside its rival’s studios.

The ITV morning show, which airs at the same time as its BBC competitor, unveiled its new advertising board outside the BBC Breakfast headquarters in Salford on Monday.

The digital poster shows GMB hosts Piers Morgan and Susanna Reid sat at the news desk underneath the words “Not your average breakfast” next to a boiling pot of coffee, as well as a short clip of breakfast food items.

Revealing their promotional stunt, Morgan told viewers: “What we thought we’d do for a bit of fun, we were trying to think, where could we put this, on a rolling loop all day long, on a giant digital billboard?

“So we chose… you may recognise this, this is the BBC Breakfast headquarters, up in Salford, Manchester.

“So everyone who arrives at the BBC Breakfast offices today will be confronted by a rolling loop of how brilliant Good Morning Britain is.”